The Heritage Auckland building has a long history for such a young city as Auckland.
The Hobson Street site has been a business operation for over 100 years, the building originally being home to the much loved, landmark “Farmers” department store.
In 1914 the site was first developed by Laidlaw Leeds, as headquarters of a mail-order company, that later merged with another company, The Farmer’s Union Trading Co.
By 1917 the mail order business expanded into a retail operation with the building developed into a grand scale store operating over five acres of floor space.
“Farmers” as the store affectionately became known, quickly established itself as an institution for generations of New Zealanders, with no shopping expedition complete without afternoon tea at the rooftop Tea-rooms overlooking the harbour or a greeting from Hector the talking cockatoo.
The tradition continued until 1992 when the store was closed as shopping trends moved on to the suburban malls. The striking Art Deco detailed building and the prime position above the Viaduct Village was however too good to allow to go to waste.
Chronology of 35 Hobson Street
- 1909 Robert Laidlaw spent his life savings (£240) to open his mail-order company Laidlaw Leeds. “Leeds” was actually only an implied partner, but one that enabled the fledgling company to adopt the motto “Laidlaw Leeds - Others Follow.”
- 1914 After a fire destroyed one of his rented storehouses and most of the goods inside it, Laidlaw quickly organized construction of a new and much larger warehouse on a site he had already purchased on Hobson Street. The new warehouse was opened in 1914 on what is today the site of the Heritage Auckland hotel.
- 1917 Laidlaw Leeds was approached by another mail order company - The Farmer’s Union Trading Company- with an offer to merge. Laidlaw accepted the offer and became managing director of the new venture: Farmer’s Trading Company.
- 1920 A major expansion more than doubled the size of the Hobson Street building in order to make it accessible for retail shopping.
- 1921 With the expansion complete, the doors were opened to the public to shop in person. When opened by the Governor General, Lord Jellicoe, the building was seven storeys high, covered twice the former street frontage, had five acres of floor space, tearooms, and a roof top playground - making it the largest and most impressive store in the country.
- 1922 A free bus service from Queen Street up the hill to Hobson Street was introduced. The free transport proved so popular and brought so many people through the Farmers’ store, that very soon a fleet of buses was taking customers from Queen Street and Karangahape Road all day.
- 1928 The open air car-park in Wyndham Street was opened and the front entrance was widened so customers could enter more easily -much of this entrance area is now the expansive lobby of The Heritage Auckland.
- 1930 The main tearoom seating 300 people was opened in time for Farmers to celebrate its 21st birthday-it became one Auckland’s most prestigious places to dine. In addition to teas, the room was open for lunch and a popular Friday dinner for late-night shoppers. The menu included local favourite fish and chips - for the bargain price of 80 cents!
- 1934 First annual Christmas Parade. Santa led decorated carts and storybook characters along the parade route, which left the Hobson Street store and circled downtown Auckland, including Karangahape Road and Queen Street.
- 1936 Hector, an Australian sulphur-crested cockatoo, was gifted to Farmers by an elderly customer who felt she could no longer care for him. A few years after his arrival a vet examined Hector and estimated his age at 90! Hector went on to become a Farmers institution and for the young, or young at heart, no trip to Farmers was ever complete without a trip to the rooftop playground to see him.
- 1938 Another first when Farmers introduced free electric trolley buses in Auckland for the free shuttle service from the Farmers’ building in Hobson Street to Queen Street and Karangahape Road.
- 1952 The bargain basement and foodhall opened - bringing the self-service era to Auckland and the rest of the country.
- 1959 Marked the 50th anniversary of Farmers. The company celebrated with a gift of a Planetarium theatre to the City of Auckland. Farmers also held their own version of the Cross-Channel Race, with a competition dubbed “Hector’s Harbour Race”. The race began at the Farmer’s Devonport on the North Shore and finished in the lobby of Farmers Hobson Street. While the winning time in the speed category was a swift 4 min 8.4 seconds, the highlight came from the novelty category - where Phil Shone crossed the harbour on a Sleepyhead mattress, and finished the race with his mattress towed into Farmer’s by Jumbo the elephant!
- 1960 Seventy-nine foot Santa adorns the outside of Farmers Hobson Street.
- 1961 The five giant reindeer and 30-foot-high sled erected on Hobson Street.
- 1977 After 43 years of service, Hector the parrot passes away at the ripe and somewhat mythical age of 131. All agreed that Farmers had lost its loudest and best salesman. His legend lives on with Hectors Restaurant in Heritage Auckland.
- 1978 Mickey Mouse visits Farmers stores.
- 1990 Farmers gives the Auckland Santa Parade to a charitable trust, and donates $350,000 worth of costumes and floats.
- 1991 Farmers Hobson Street Store closes.
- Over the years the “Big Store”, as it was affectionately known by Farmers staff, became a landmark building in Auckland city and occupied a special place in the hearts of generations of Aucklanders and visitors to the city alike. The store finally closed when the company moved its operations to suburban shopping areas, but the story of the Farmers building did not end there. It is now set to enjoy a new future as one of Auckland’s top hotels - The Heritage Auckland and once again become a focus in the city.
- 1998 Heritage Auckland Grand Opening
- 1999 Tower Wing opens